Disney Play App
Situation
The popularity of Disney Parks and the additions of Star Wars and Pandora attractions increased visitation. As a result, long lines for attractions became the norm and data showed guest satisfaction dropping.
Disney pursued multiple solutions, one of which focused on entertaining guests in line with an app that served content contextual to the attraction they were in line to experience. The vision was to turn wait time into play time by creating a new app. The cost would be high, so it was important to explore ways to monetize the app.
Disney pursued multiple solutions, one of which focused on entertaining guests in line with an app that served content contextual to the attraction they were in line to experience. The vision was to turn wait time into play time by creating a new app. The cost would be high, so it was important to explore ways to monetize the app.
User Need Park Guests want to spend less time "waiting in lines" for experiences in our theme Parks.
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Product NeedProduct wanted engaging, interactive experiences Guests can do while waiting in line.
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Content Design Need
Create content for a mobile app to turn wait time into play time and monetize the experience.
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Creating apps with fresh content
is time-consuming and costly.
To address the costs, companies seek
ways to monetize the experience.
When done right, users are only exposed
to monetization when motivated
by an offering or experience.
is time-consuming and costly.
To address the costs, companies seek
ways to monetize the experience.
When done right, users are only exposed
to monetization when motivated
by an offering or experience.
Task
Strategize long-term content for a mobile app including monetization strategies
- create interactive games contextual to the Attraction
- leverage gaming and awards to inspire engagement
- monetize aspects of the experience without detracting from the core experience
Action
Applying design thinking, content design partnered with product, design and
engineering to shape a vision for the app, gain approvals and execute.
Our steps included:
1. Research to identify user needs
Deliverables:
- Research summary in Content Brief
2. Identifying and defining the content, how it would be deployed,
where the user would see it and why it mattered
Deliverables:
- User journey map
3. Iterating to garner feedback in various crits and leadership reviews
- Figma design iterations
4. Testing prototypes on live users and refining
What content? Content design focused on identifying engaging dynamic content
experiences contextually related to the attraction they were waiting to enjoy.
How will it be deployed? Engineering promised ways to trigger content based
on what lines the user was waiting in. This leveraged location services and
strategically placed QR codes.
What does it need to succeed? To succeed the content needed to be effortless
to navigate,immersive to experience in long lines, and engaging to drive retention
and return use.
engineering to shape a vision for the app, gain approvals and execute.
Our steps included:
1. Research to identify user needs
Deliverables:
- Research summary in Content Brief
2. Identifying and defining the content, how it would be deployed,
where the user would see it and why it mattered
Deliverables:
- User journey map
3. Iterating to garner feedback in various crits and leadership reviews
- Figma design iterations
4. Testing prototypes on live users and refining
What content? Content design focused on identifying engaging dynamic content
experiences contextually related to the attraction they were waiting to enjoy.
How will it be deployed? Engineering promised ways to trigger content based
on what lines the user was waiting in. This leveraged location services and
strategically placed QR codes.
What does it need to succeed? To succeed the content needed to be effortless
to navigate,immersive to experience in long lines, and engaging to drive retention
and return use.
Content brief
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Play - Giselle Persona
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Play app - User Journey Map
Cross-marketing to drive app downloads.
Gaming experiences for immersive engagement.
Monetization
Our strategy for monetization included:
1. Highly contextual "Related Activities" sections on screens linking to paid experiences
2. Showcasing paid "Enchanted Experiences" content
3. In-app purchases via mobile order
4. In-app purchases for holiday merchandise and experiences
Considered for future: paid subscription service featuring favorite Disney songs
1. Highly contextual "Related Activities" sections on screens linking to paid experiences
2. Showcasing paid "Enchanted Experiences" content
3. In-app purchases via mobile order
4. In-app purchases for holiday merchandise and experiences
Considered for future: paid subscription service featuring favorite Disney songs
Related Activities surface contextual content that links to paid experiences
Disney "Enchanting Experiences" offer guests ways to enhance and personalize a Disney vacation.
Disney in-app Mobile Order.
Content marketing strategy included:
1. Contextual placements within the existing ecosystem of content in locations where Guests are seeking solutions to long-lines
2. Aspirational engagement via digital marketing (i.e. "sick of waiting in line at Disneyland?")
3. Core product landing page that is linked to from both external and internal product marketing
4. External content linking to app downloads
1. Contextual placements within the existing ecosystem of content in locations where Guests are seeking solutions to long-lines
2. Aspirational engagement via digital marketing (i.e. "sick of waiting in line at Disneyland?")
3. Core product landing page that is linked to from both external and internal product marketing
4. External content linking to app downloads
Result
The Play app was created in less than a year. It launched with strong
marketing and support across Disney channels.
Guests embraced the Play app and downloads exceeded expectations.
We tested various content and links and optimized placements post-launch.
The app was a big success measured by engagement, downloads, and use in Park.
Monetization elements were slowly rolled out over time to not distract from
the core goal of in-park entertainment and engagement.
Success metrics:
marketing and support across Disney channels.
Guests embraced the Play app and downloads exceeded expectations.
We tested various content and links and optimized placements post-launch.
The app was a big success measured by engagement, downloads, and use in Park.
Monetization elements were slowly rolled out over time to not distract from
the core goal of in-park entertainment and engagement.
Success metrics:
- app downloads
- app usage in Park
- user engagement / time in app
- user feedback and ratings